The Metrosexual Trend in Poland

The word "metrosexuality" was first used by the English journalist and writer Mark Simpson in 1994. It has appeared increasingly frequently in the media ever since. This term is used to describe young, well-educated male heterosexuals who live in large cities and are well situated and well groomed. Metrosexuality has its place in a social, cultural and psychological context. In accordance with the accepted definition, roughness and attaching little importance to one's appearance have ceased to be closely associated with real men. Due to the new social situation of men and cult of youth and the body, men have come to concentrate on their corporeality much more than before - and no less than women. At the same time, they have redefined their own values in life: the cult of success, work and professional career have ceased to be the most important things in life. Men have come to the conclusion that equally if not more important are family, friendship and developing one's own interests. They have started to accept the feminine side of their personality to a greater extent and to develop their "soft" qualities, such as sensitivity, delicateness, ability to empathize, warmth. Both sexes have become more androgynous: women have activated their masculine traits, and men their feminine traits.

In the international Trend Observer consumer survey conducted annually by the Ipsos research group, metrosexuality was recognized as one of the outstanding new trends of 2004. Ipsos has taken a closer look at this phenomenon in Poland.

What are metrosexual men like in Poland?
In order to define metrosexual men in Poland, Ipsos conducted interviews with three groups of respondents:

• with experts: a professor of cultural anthropology, a journalist, a stylist, a beautician, a hairstylist and a fitness trainer who spoke about the changes that have recently taken place in the attitudes and lifestyles of men.
  
• with young, well-educated men who have good incomes, take care of their appearance, are open-minded and well-oriented in culture and fashion trends - for the purpose of understanding the changes that are taking place in their relation to themselves and their lives, also the fears and barriers connected with these changes.
  
• with young women who also have good incomes, are independent and open-minded - in order to learn the views of the "other side", the partners of men who are changing.
  

This is how metrosexual men were described on the basis of the interviews we conducted:

• They are able to be strong and firm, yet they're not afraid to manifest the feminine side of their personality. They are delicate, empathetic and show their feelings (cry if the situation requires it). For women, they are partners not only when dividing up the household chores, but also when trying to understand them.
  
• Like many women, they like to take care of themselves. They go to beauticians, manicurists and solaria. They use a wide variety of cosmetics (facial creams, masks, lotions, various hair products). They watch their diet and condition, but they don't work out in order to increase their muscle mass, they don't lift weights in gyms - instead, they ride bicycles, swim, play tennis, do fitness or stepping. They get massages, not only to model their figures, but also for the sake of pleasure and relaxation. They love to shop and value brand-name products. They buy good clothes, shoes and accessories.
  
• They are well-mannered and cultured. They travel, read books, are interested in art and music. They are open to new things, socially active, delicate and courteous.
  
• They take care of themselves, but they also demand more from women. They don't complain when a woman spends several hours in a shopping mall - they can understand it and do the same things. They can exchange experiences with their partner about how to take care of themselves and encourage each other. However, women are a bit afraid they may look worse than a metrosexual man. It's not without importance for women that a metrosexual partner spends a fair amount on cosmetics, thereby burdening the household budget.
  

Metrosexuality also concerns changes in mentality and feeling, reorganization of hierarchy of values, change in attitudes and lifestyle. It's a trend, and every trend consists of pioneers ("leading edge") and less advanced participants. A trend spreads through society like the concentric circle that form after a stone is thrown into the water - the closer to the center, the more evident are the attitudes and behaviors typical of the trend.

It should be emphasized that there are still few metrosexuals in the full sense of the word - there are more less advanced and beginning metrosexuals who have adopted many characteristics of the new lifestyle.

Comparison of men's and women's attitudes toward their own appearance - survey results.
Ipsos conducted a survey in which certain attitudes of men and women toward their own appearance were examined. It turned out that the sexes hold many similar views in basic matters. The percentage of men who treat their body as an advantage in Poland is almost the same as the percentage of women (48% of men, 47% of women). Equal percentages of men and women declared it's important for them that their body be fit and aesthetic. Moreover, a bit over half the men admitted that they always try to dress fashionably (53%, compared to 65% of women).

FITS ME...

What kind of cosmetics is it acceptable for men to use? Men's and women's opinions converge.
Analysis of attitudes concerning acceptance of various products used by men for body care also turned out to be interesting. While it's not surprising to learn that 83% of men think it's fitting to use cologne, the items following it were not so obvious: using facial cream is accepted by 70% of men, and hair conditioners, body lotions and hair gel are acceptable for 62%. Women find it even more acceptable for men to use these products. It was only in the case of hair coloring that women proved to be more conservative than men.

In your opinion, is it fitting for a man to use...

The results of the survey show that men are concerned about their appearance as much as women. The fact that men take care of themselves and use cosmetics is socially acceptable. It can be said that Poland has a climate favorable to changes in men's behavior in the area of care for their appearance.

What are the conclusions for marketing?
A new consumer segment has appeared: men who have adopted attitudes and behaviors that had hitherto been traditionally reserved for women. They expect products and services that are addressed especially to them. These consumers and potential consumers/ objects of marketing activities can be divided into full-fledged metrosexuals and beginning metrosexuals. However, beginners cannot be spoken to the same way as advanced metrosexuals.

That's masculine
Advanced metrosexuals are conscious consumers: they know what they want and where to look for it. Taking care of oneself is not a manifestation of effeminacy for them, but something trendy and appropriate for men as well as women. However, beginning metrosexuals have many questions, doubts and fears. For example, they worry they'll be regarded as unmasculine or internally empty for taking care of themselves. That's why it bears stressing that products addressed to men should be masculine and speak to them in men's language. Words used in communicating these products to women - smoothness, airiness, shine, velvetiness or delicateness - are not suitable in this context. It's necessary to speak about men's cosmetics much the same way, for instance, as building materials, wall paints and so forth - they will make your skin less rough, impart the proper coloring and texture to it, etc. The models that appear in ads for these products should leave no doubt as to their masculinity and have interesting internal lives. It's also worth avoiding references to extreme metrosexuals such as David Beckham, who tend to be presented in an exaggerated light and generate much controversy in Poland.

Not only for the rich
The next barrier that needs to be overcome is the belief that metrosexuality is for men who are very rich. Women know that they can be beautiful and fashionable even for little money. Polish men are convinced that they have to have lots of money to be able to afford the luxury of taking care of themselves. Thus, they need to be appropriately informed about these products. It's also necessary to launch more mid-shelf products meant especially for men. Moreover, the communication of these products should refer to men who are not only rich and handsome, but also ordinary - the sort of men ordinary guys can identify with.

Educate and inform
And finally - Polish men know little about the cosmetics on the market and ways of taking care of themselves. They consult their partners, sometimes female sales personnel; they also read advice about body care in women's magazines. However, they don't talk about these things with other men or with women they are merely friends with. The sources of information available to men are insufficient. Thus, more sources of information should be offered to men who are interested in their appearance. It should also be noted that men are beginning to take greater responsibility for caring for themselves. They will need women to choose and buy clothes for them less and less. Women will continue to offer their help, but this will be a transition period. Accordingly, the marketing communication needs to be aimed directly at men.